Diet Coke “wants it all” at Oscars

Diet Coke went to the Oscars on Sunday.

The Coca-Cola brand, which has been struggling with slumping sales lately, released two 30-second spots as part of its “It’s Mine” campaign. The commercials featured a model in a billowing, long, silver lame dress flying slow-motion through the air toward a Diet Coke bottle.

The ads highlight the unique contemporary bottle designs Atlanta-based Coke sees as part of its strategy to bring consumers back. The spots, which features Andra Day doing a gospel-tinged version of Queen’s “I Want It All,” “dramatizes the extreme lengths fans will go to get their hands on a Diet Coke,” the company said.

Diet Coke has teamed up with computer giant HP to create the “It’s Mine” promotion, which puts an explosion of colors, geometric designs and graphics on millions of Diet Coke cans and bottles.

The new designs hit stores Feb. 1. HP’s software is creating millions of different bottle and can designs based on themes such as bubbles, taste and the spirit of Diet Coke. The limited-time promotion will run for about two months while supplies last.

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